Derrick Faulcon, who served an 11-year prison sentence, is now the founder and CEO of Cloudy Donut Co., a vegan donut restaurant that recently made history by becoming the first Black-owned company in Brooklyn Heights, New York City. They use vegan ingredients including applesauce, coconut milk, and shortening in place of animal products to make their donuts, which are entirely vegan.
“[Being the first] means a great deal to us, and we’re proud of it, but it’s just the first step,” Zewiditu Ruffin, the company’s Brooklyn Heights shop operator, told VegNews.
In Baltimore, Maryland, Cloudy Donut Co. will formally launch its first location in 2020. Derrick claims that a vegan donut store in Baltimore that is close to the brunch establishment he operates called Home Maid gave him the idea to start his own vegan doughnut business. Inquiring about a business collaboration, he was astonished to learn that the proprietors were actually willing to sell the company.
Faulcon seized the chance to take over the company right away. While maintaining the shop’s entirely plant-based operations, he updated the branding. Within a year, Cloudy Donut Co. launched its second Baltimore store due to the first shop’s success, which was even during the height of the pandemic.
As the brand seeks to “reverse gentrify,” Faulcon and Ruffin chose to open shops in predominantly white areas. They ultimately decided to open its third location in Brooklyn Heights, which is one of the wealthiest neighborhoods in Brooklyn and New York City.
“Reverse gentrification is this ideology that we bring out Black-owned businesses into predominantly white, affluent neighborhoods in order to bring visibility, diversity, and awareness,” Ruffin said.
The brand has experienced tremendous success in part because to the somewhat unique business approach. They frequently have big queues outside the door, and many people are gushing on social media about the delectable fluffy vegan donuts.
Now, Cloudy Donut Co. offers over 40 distinct, delectable flavors, with 8 new ones being added each week. Instead of using animal products, the doughnuts are created with components including applesauce, coconut milk, and shortening. For clients who have canine companions, the cafe now offers two dog-friendly donut varieties.